Bohemia CEO Brett Dawson: “A New Layer Of Creativity Now Exists In Media Buying”
In this guest post, Brett Dawson (main photo), CEO at M&C Saatchi’s media arm Bohemia, says there are so many ways to tell a brand’s message these days that both media and creative agencies need to sit up and take notice…
We had a massive Easter weekend at our place. Friends visiting from the south coast, lots of food, too much booze, swimming, board games, listening to tunes, laughter and over indulgence of chocolate.
This Tuesday afternoon, now back at work, I find myself reflecting not just on the weekend, but the stories shared of said weekend. When sharing with parents, or other friends, or work leadership teams or work colleagues or clients, the response to ‘how was your weekend’ had a tweaked response dependent on the audience. Sure, the essence was the same but the tone and features differed by audience.
Same weekend, just an adjusted narrative to ensure connection with the audience is achieved at the appropriate level.
It got me thinking, just how similar this is to effectively land a big campaign in today’s world.
In the years past, marketers sought big brand platforms, distributed across multi-channels, with consistent assets (matching luggage) to drive recognition and linkage scores. They looked at media to provide the reach and cross channel multiplier to the singular creative idea, charged with all the heavy lifting. The same story was told along the customer journey, getting squeezed into smaller placements along the stages.
This passive, broadcast, one size fits all approach has become less effective year after year and fails to take advantage of the active, connected media landscape of today.
Data, technology and the creativity of people can now combine to create the context to have a tailored conversation. Same brand, same brand platform, same campaign, just told in a unique way to ensure connection is achieved.
It’s like a new layer of creativity now exists, one that demands more focus from both media and creative departments. Sure we need to embrace machines and algorithms, in addition we need to focus our creative talents at this new creative potential.
The potential of this new layer goes well beyond ‘dynamic creative’, where modular ads are created at page load speed based on a few, mostly cookie based data points. It’s about exploiting this new creative opportunity. Getting creative applications to catch up to the new creative potential this new layer presents us with.
I don’t believe this replaces the role of or need for a big brand platform. If anything it requires bigger, more unifying platform ideas. What it does allow for is creative application of the platform to ensure it lands in a way that’s both suitable for the context it’s placed in and tweaked to connect with the customer or potential customer who is receiving it.
Sure it takes more time. It’s a lot of decision trees, multiple scenario plans that think through multiple segments and contexts in which the brand platform will land in. It’s about pushing technology and each media channel to it’s full creative potential, whilst leveraging relevant data points to increase receptivity, earn attention and ultimately connect in a way that delivers the commercial outcome you seek.
The new layer of creative application is here. The need to design how an idea nuances across multiple channels and across multiple audiences. It’s media planning, meets creative planning, meets content planning and, call me biased but, I believe it’s best served in an integrated agency model. It’s full of creative opportunity and it’s now how you tie creativity to outcomes.
So next time someone asks you how your weekend was, and you tweak your response depending on your audience, ask yourself if your campaign can connect like you do.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.